Customers Favor Personalization Over Pricing
Pricing is not as important to financial institution customers as honest advice and understanding those customers needs, according to research by the Council on Financial Competition. Customers rank "responsive service" as the most important driver of satisfaction, the council's research reveals.
A good relationship, from a customer's viewpoint, includes:
- A fair, two-way relationship.
- Response to customer needs.
- Bank employees who listen.
- A bank that makes customer feel valued.
The council can be found at www.councilonfinancialcompetition.com.
Copyright © 2004 Bankers' Hotline. Originally appeared in Bankers' Hotline, Vol. 13, No. 11, 1/04
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